Extended Practice Brief #4: Day 3] *Initial Mock Ups for Collateral

I've chosen design elements which I thought would help create the aesthetic tone of the tour as well as mockups of collaterals showing how they would look and what their purpose are. In addition, we've decided to focus on Venice, Italy as the main city that we are doing the tour in as it is one of the main city's today that is currently submerging and will submerge in 2100.

Chosen Colour Palette

• Blue and Coral - Literal correlation to 'underwater', sea, ocean, submersion. But, also bright and complementary, has inviting, cultural and education characteristics fit for the purpose  of the idea. 
• Typeface - 'Apfel Brukt' from open foundry 'Collletttivo'. A soft sans serif typeface with specific holes and cuts at each of the letters' 'blackest point' which in turn resulted in 18% less ink consumption when printed. A sustainable typeface which serves its eco-friendly use and intent, as well as still aesthetically and eligibly functional serving both visual and operational usage. The typeface is 'airy and bubbly' giving it a friendly and bubbly characteristic, fitting for the inviting and playful tone that is intended for the collateral. 
• From the same foundry another typeface to compliment 'Apfel Brukt' is 'Necto Mono' a contemporary slab serif font that has some structural and illustrative characteristic at the same time, complimenting 'Apfel Brukt's' 'experimental' style. 

• Logo - I've chosen to use 'Apfel Brukt' as the main title typeface for it's striking visual as well as primary purpose. Also, I think it perfectly fits the aesthetic and tone that we are trying to create for the tour brand. 'Underwater Tours' is the name I've chosen for the brand, making it as straightforward as possible, which can in a way mask the 'satirical' tone that we want to present at the end or the 'subconscious' of the audiences, as we want them to enjoy the tour thinking it is for the submerged cities but later realising why they can actually do these tours in the first place. 

• Brochure - Main collateral for the agency intended to be used within the tour in order to help with the informational and immersive experience of the tour. I've chosen a standard 'roll fold' and stripping down its structure as I thought it would be most effective in order to put focus on the visual and content of the brochure itself.  In terms of the visuals, it is currently heading to a more loose and illustrative style to show a very inviting and clean tone to it, which compliments the type used but contrasts the content within it. In addition, I've also thought of possibly what content to have e.g. 
• a map of the spots we are going to in the trip  
• 'laws of 2100' - altered/imagined maritime laws that has been changed in accordance to the state of the climate and city in 2100, were instead of going to prison or paying for the crimes, the consequences are activities or experiences that people will go through in order to realise and learn how to be more sustainable and take action on the dying planet which aims to stop the cycle of bad climate action or none at all. 

• Booklet - Although the brochure is the main collateral, I've predicament with a booklet as well, bring it a more 'narrative' and 'story like' tone to the design which may also compliment the intended satirical content in the design. Similar to the brochure, the aesthetic features are illustrative but with a more structured grid to the content. I've also drafted the 'map' idea in a more fluid style. 

• Additional Collateral - I thought maybe a poster and a website banner could also be included in the collateral for further advertisement and branding as well as wrapping up the branding together

Thoughts & Reflections:

I'll show these ideas to my group mates tomorrow and see if these fit our idea and which ones we are definitely going to go forward and refine.